Pakistan Agribusiness Investments in Dairy & Livestock

[Riaz Haq]

US venture investor Tim Draper, Swiss food giant Nestle, and American beverage titan Coca Cola are investing heavily in Pakistan's agribusiness.

Silicon Valley private equity investor Tim Draper, a well-known international venture capitalist, is quietly investing in Pakistan's agribusiness, the largest provider of food commodities in the Middle East, according to San Francisco Examiner.

The share of livestock in Pakistan's agriculture output nearly doubled from 25.3 percent in 1996 to 49.6 percent in 2006, according to FAO. As part of the continuing livestock revolution, Nestle is investing $334 million to double its dairy output in Pakistan, according to Businessweek. Reuters is reporting that the company has already installed 3,200 industrial-size milk refrigerators
at collection points across the country to start the
kind of cold storage chain essential for a modern dairy industry, and
give farmers a steady market for their milk. In another development on the infrastructure front, Express Tribune has reported that  Pakistan Horti Fresh Processing (Pvt)
Limited has invested in the world's largest hot treatment plant to process 15 tons of mangoes per hour for exports.  Hot water treatment  will also help reduce waste of fruits and vegetables by increasing shelf-life for domestic consumption.
 

The Coca-Cola Company is planning to invest another US$280 million by 2013 in
Pakistan, according to BMI's Q3 2012 Food & Beverage Report for Pakistan.  Coke plans to channel the bulk of its
capital expenditures towards increasing the production of its existing
brands as well as expanding its overall beverages portfolio. Coca-Cola
plans to introduce more juices and mineral water in the Pakistani market
over the coming years. This strategy could diversify Coca- Cola’s
presence beyond the carbonates sector and help it secure early footholds
in the higher-value bottled water and fruit juice segments, which boast
tremendous long-term promise.

In addition to foreign investors, big name Pakistani companies like Dawood Group's Engro, billionaire industrialist Mian Mansha's Nishat Group and former minister Jahangir Khan Tareen's JK Dairies are placing big bets on food and beverage market in the country. Annual milk consumption in Pakistan reached 230 kg per capita in 2005, more than twice India's per capita consumption, according to FAO.

Business Monitor International expects "Pakistani agriculture sector to reap record harvests for key crops
such as rice, sugar and cotton owing to favorable weather in 2011 and the year-on-year increase in
crop area following floods in 2010". "We expect the dairy, poultry and
wheat industries to be the biggest beneficiaries of increased investment in the agriculture sector", adds BMI's report.

 Pakistan is world’s eighth
largest consumer of food and food is
the second biggest industry in the country, providing 16 per cent
employment in production, according to report published in Express Tribune.  In addition to rising domestic demand, growth in agribusiness is supplemented by
increased exports as Pakistan expands trade with new partners. BMI expects basmati rice to take
up a greater share of the trade as production increases. Cotton production to 2015/16: 45.5% to 12.8 million bales. Increased demand from Europe and
emerging markets will drive output. BMI also expect an increase in domestic farmers switching
from rice and sugar to cotton cultivation. Sugar production to 2015/16: 22.1% to 4.8 million tons. Large-scale consumers such as
confectioners, candy makers and soft drink manufacturers account for about 60% of the total
sugar demand and will be the main drivers of growth.

Pakistan witnessed a livestock revolution follow Green Revolution. Here's how International Livestock Research Institute puts the dramatic changes in Pakistan's agriculture sector since the mid 1960s: 

 Since the mid 1960s, investment in Green Revolution technologies – high-yielding varieties of cereals, chemical fertilizers, pesticides, irrigation and mechanization of farm operations – significantly increased cereal crop productivity and output. Success in the crop sector created a platform for diversification of farm and non-farm activities in the rural areas including the livestock sector, especially the dairy sector. Some of the Green Revolution technologies had a direct impact on the dairy sector while others had an indirect impact. Increased cereal productivity and output helped to reduce prices of cereals relative to other commodities in both rural and urban areas. This, along with increased income from high crop-sector growth, created  demand for better-quality foods including livestock products. This created market opportunities and incentives for crop producers to diversify into higher-value products, such as milk, meat, vegetables and fruits.

Pakistan has made significant progress in agriculture and livestock sectors showing that it has the potential to feed its people well and produce huge surpluses to fuel exports boom. The continuation of this progress will depend largely on success in making needed public and private investments in energy and water infrastructure and education and health care.

Related Links:

Haq's Musings

FMCG Consumption Boom in Pakistan 

Music Drives Coke Sales in Pakistan

World Bank Report on Pakistan Agribusiness

Pakistan's Sugar Crisis

FAO Livestock Sector Brief 2002 

Recurring Floods and Droughts

Poll Finds Pakistanis Happier Than Neighbors

Pakistan's Rural Economy Booming

Pakistan Car Sales Up 61%

Resilient Pakistan Defies Doomsayers

Land For Landless Women in Pakistan

Growing Water Scarcity in Pakistan

Political Patronage in Pakistan

Corrupt and Incompetent Politicians

Pakistan's Energy Crisis

Culture of Tax Evasion and Aid Dependence

Climate Change in South Asia

US Senate Report on Avoiding Water Wars in Central and South Asia

[Riaz Haq]

Here's an ET report on Coke investing to expand in Pakistan:

LAHORE:

It was an announcement made so quietly that it did not even make the headlines: having already invested $172 million in Pakistan this past year, The Coca Cola Company – one of the world’s largest beverage companies – is planning on investing another $248 million in the country over the next two years.

It may have something to do with the fact that Pakistanis are estimated to have spent approximately Rs110 billion ($1.3 billion) on carbonated beverages in 2011, according to an analysis by The Express Tribune based on figures compiled from industry sources. Coca Cola currently enjoys a 30% market share, second only to arch-rival PepsiCo.

“We see great potential in Pakistan’s future, which is why the company is investing significantly in upgrading infrastructure and adding value to allied industries,” said Rizwan Khan, general manager for The Coca Cola Company in Pakistan and Afghanistan.

The money will be spent on two new bottling plants, one each in Karachi and Multan, as well as investing in more coolers, which will be distributed amongst retailers to help with the company’s retail sales efforts. Company officials were quick to point out that the investment is not simply the recycling of profits and cash flows from existing operations in Pakistan, but green-field foreign direct investment that will flow into the country over the next two years.

The expansion plans come as rising demand makes it difficult for Coca Cola to keep pace with its existing production capacity in Karachi and Punjab. The new plants will follow the establishment of a Coca Cola facility, already completed in 2011, which manufactures Coke cans. Previously, Coca Cola used to import cans from its factories in other countries.

Coca Cola’s business model in Pakistan is somewhat unique. The global US-based parent owns a subsidiary called The Coca Cola Export Company, which has a Pakistan branch. That Pakistan branch conducts all marketing and brand building activities and manufactures the concentrate for the company’s signature beverages from a plant it owns and operates in Raiwind.

The concentrate is then sold to Coca Cola Beverages Pakistan, a joint venture between the US-based parent and Coca Cola Içiçek, a Turkey-based partner of the group. Coca Cola Beverages Pakistan operates six bottling factories in Pakistan, located in Karachi, Gujranwala, Multan, Lahore, Rahimyar Khan, and Faisalabad.

Coca Cola used to have eight franchisees for its bottling facilities in Pakistan, but in the mid-1980s the company felt that the business model was not working. It then spent the next decade buying out every single franchisee in Pakistan, consolidating them under one umbrella to form Coca Cola Beverages Pakistan. This entity was a wholly-owned subsidiary of the US-based parent until 2008, when Coca Cola Içiçek took a 49% share.

The company declined to provide a precise revenue figure or growth numbers, but said that it buys close to Rs13 billion in raw materials from its 300 local suppliers. According to Coca Cola Içiçek’s annual report, the company’s revenue growth rate in Pakistan is in the high teens. Coca Cola has over 4,000 employees in Pakistan, and employs another 6,000 indirectly. Company officials say that it paid Rs11 billion in taxes last year.

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“Our aim is to inspire economic activity, create employment and increase tax revenue for the government. However, it is the government’s responsibility to ensure that a productive investment and business operating environment is provided to local and international companies,” said Khan.

....

http://tribune.com.pk/story/463423/beverages-why-coca-cola-is-inves...

[Riaz Haq]

There are worries about carbonated drink consumption in South Asia. I think these are overblown considering the fact that per capita consumption in Pakistan is just 5 liters and in India 3 liters.

Compare this with milk, a healthier alternative, whose consumption in Pakistan is 223 Kg per person and 96 Kg in India.

http://www.riazhaq.com/2012/10/pakistan-among-top-meat-consuming.html

http://www.slate.com/articles/health_and_science/map_of_the_week/20...

[Riaz Haq]

Here's a recent Seekingalpha piece on Pepsi growth in South Asia:

Pepsi depends heavily on emerging markets for growth. It experienced a growth of 14% in emerging markets for the quarter. Organic net revenue in Europe grew by 7%, and in Asia, Middle East and Africa it grew by 10%. The company has significant international exposure, which means that the company's top and bottom lines are affected by foreign currency movements. This is made evident by a 5% decrease in company revenues due to foreign currency movement in the recent third quarter.
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Asia, Middle East & Africa (AMEA) unit experienced strong growth for the quarter. Organic net revenue grew by 10%. Within this unit, snacks experienced double-digit volume growth rate. Beverages' volume experienced high single digit growth rate. India and Pakistan experienced snacks volume growth of 12% and 27%, respectively. Beverage volume for India and Pakistan was up 23% and 25%, respectively. Constant currency operating profit for the unit grew by 14%.

http://seekingalpha.com/article/935611-pepsico-or-coca-cola

[Riaz Haq]

International frozen yogurt franchises Tutti Frutti and Fruz are coming to Pakistan, according to news reports:

Business Recorder on Tutti Frutti:

Tutti Frutti is a specialty brand available in various world markets, including the USA, Canada, Brazil, Malaysia, Thailand, Hong Kong, China, France, Pakistan and the United Kingdom. Work is in progress to open up outlets in countries like India, Bangladesh, Russia, Romania, Spain and various Middle Eastern countries.
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17 outlets already opened in Pakistan. There are five outlets in Karachi, three each in Lahore and Islamabad, two in Rawalpindi, two at Bhera Motorway rest area and one each in Abbottabad and Faisalabad. Another 19 are under-construction in different cities. We are targeting about 100 branches by the end of the year 2013, reaching customers in nearly every city of Pakistan.

http://www.brecorder.com/brief-recordings/0/1257571/

The Nation on Yogen Fruz:

LAHORE (PR) – Yogen Fruz, the world’s leading frozen yogurt chain opened its first outlet in DHA amidst much fanfare on Sunday. The master franchise of the Canadian desserts chain has been acquired by MFK Foods in Pakistan, and the local business group is already working on a plan to open outlets and franchises all across Pakistan.“When we received a query for bringing Yogen Fruz to Pakistan, we all were very excited. Pakistan is a huge consumer market and if the conditions are right, this country can attract a lot of foreign investments. We all flew in from Canada to be a part of this launch”, said Carlos Campo who is the Director Operations for Yogen Fruz worldwide, and is in Pakistan with his team to assist in the launch of this giant food and desserts chain.“Frozen yogurt is freshly prepared, is rich in probiotics, and is available in endless flavours,” added Basir Syed, CEO MFK Foods and master franchisor for Yogen Fruz Pakistan. “Yogen Fruz is here, and soon it will be available in all parts of Pakistan. We have an aggressive business development plan and we have received numerous franchise requests and sold many as well. We will also be opening outlets in other parts of Lahore as well.”

http://www.nation.com.pk/pakistan-news-newspaper-daily-english-onli...

[Riaz Haq]

Here's PakObserver on Pakistan's rising food exports:

Thursday, November 29, 2012 - Islamabad—Fruit and vegetable export from the country during the first four months of current financial year recorded increase of 4.21 percent and 10.97 percent respectively.

During the period from July-October 2012 about 120,794 metric tons fresh fruits of different varieties worth US$ 81.48 million exported as compared to the 135,323 metric tons valuing US$ 78.18 million during the same period of last year.

According the data of Pakistan Bureau of Statistics (PBS), during first four months of current financial year about 65,113 metric tons vegetables costing US$ 31.75 billion exported which was up by 10.97 percent as compared to 106,752 metric tons of US$ 28.6 million during same period of last year.

The export of fruit and vegetables witnessed increase in their exports in dollars term, however, the export in quantity term witnessed reducing trend during last four months of current financial year, the data revealed. Meanwhile, the export of sugar during the period under review recorded 100 percent increase as about 126,819 metric tons of sugar worth US$ 70.29 million exported.

From the period from July-October 2012, the export of meat and meat preparations also increased by 30.64 percent as about 22,836 metric tons of meat and meat preparations valuing US$ 7.37 (73.7?) million exported as compared to 19,062 metric tons worth US$ 59.4 million exports of same period last year,, it added. The data revealed that during the first four months of current financial year the export of all other food items recorded 30.64 percent increase as against the last year’s export.

During the period from July-October country earned US$ 343.26 million by exporting different food commodities where as it was recorded at 328.15 million during same period last year.

http://pakobserver.net/detailnews.asp?id=184461

[Riaz Haq]

Here's PakistanToday on raising Pakistan's food exports to Malaysia:

Pakistan and Malaysia have decided to further enhance bilateral cooperation in the field of agriculture with Malaysia agreeing to import more livestock, fish, rice, beef, fruits and vegetables from Pakistan.
“We are already importing a considerable amount of rice, fruits and other food products from Pakistan and we want this cooperation to grow further in the coming months,” said Malaysia’s Agriculture and Agro-based Industry Minister Datuk Seri Noh Omar during a meeting with Pakistan’s Minister for National Food Security and Research Israrullah Zehri in Kuala Lumpur.
During the meeting, Malaysia’s Agriculture and Agro-based Industry Minister Datuk Seri Noh Omar recalled his visit to Pakistan in December 2009 and his meeting with the then Minister for Agriculture Nazar Mohammad Gondal. He also mentioned about 171 buffalos which were given to Malaysia by the Government of Punjab and called for relaxing the procedure for importing more animals from Pakistan as Malaysia was in need of many more.
He also appreciated the quality of Pakistani fruits specially mangoes and kinoos and hoped that the quantum of fruits being imported from Pakistan will increase with the passage of time.
Datuk Seri Noh Omar noted that following his visit to Pakistan, three separate Memorandum of Understandings (MoUs) had been signed between the two governments for exchange of scientific knowledge and technology cooperation as well as for the import and distribution of fruit juices, fruit-based consumer products and frozen beef from Pakistan to Malaysia. Similarly, a Letter of Intent had also been signed between the Government of Punjab and the Department of Veterinary Services Malaysia for expanding cooperation in the veterinary sector.
Datuk Seri Noh Omar said the Malaysian government had moved swiftly on implementing these MoUs and it had already granted license for export of Pakistani beef to Malaysia while a total of 171 animals, including Neeli Ravi buffaloes, had also been imported from Pakistan for developing “our buffalo industry and improving their gene pool”. He also referred to the growing import of Pakistani rice to Malaysia which imported 43,000 MT of Pakistani rice in 2009 but increased it to 123,000 MT in 2010 and to a sizeable 148,000 MT in 2011 respectively.
Federal Minister for National Food Security and Research Israrullah Zehri thanked his Malaysian counterpart for inviting him to attend the Malaysian Agriculture, Horticulture and Agro-tourism Show (MAHA) 2012 and urged the Malaysian government to consider increasing import of beef and mutton from Pakistan as quality of meat was very good and the slaughtering of animals was in accordance with Halal standards. He also invited his Malaysian counterpart to visit Pakistan in February 2012 to attend the livestock fair held in Sibi Balochistan.
Later, Israrullah Zehri visited various pavilions and stalls set up at MAHA 2012. He evinced keen interest in various products, food items and livestock put on display. Later, he also spoke to the local media and shared with them various proposals and measures currently being pursued by Pakistan and Malaysia to enhance mutual cooperation in a diverse range of fields, including import of agricultural machinery and equipment; techniques of horticulture fruit-growing and vegetable gardening; plant protection and fertilizers; livestock farming and breeding; Green House technology; feed and feedstuff production; veterinary medicine; fish farming; energy-saving technologies for agriculture; production of biomass fuel, biogas, biodiesel, renewable and alternative energies (Biofuel); and water management and forestry.

http://www.pakistantoday.com.pk/2012/11/30/news/profit/malaysia-eye...

[Riaz Haq]

Here's a Fresh Plaza report on Pakistan kinnow exports:

Exports of Pakistani mandarin may reach the figure of $100 million around in 2012-13. Exports will start from December 1st 2012 and continue till the end of March 2013.

According to Ahmad Jawad, CEO of Harvest Tradings, heavy rains should help increase Kinnow exports for the 2012-13 season compared to last year, despite the fact that this year production is less than last year in Kinnow the farms of Sargodha district, the biggest citrus producing hub.

"For this season, around 1.8 million tons of production are expected and there are prospects that country's exports would be good. A target of 0.2 million tonnes has been fixed this season for Kinnow export."

He explains that Kinnow export to Iran will not take place because of non availability of e-forms by banks.

Indonesia and India have been added as new markets for the coming season. The export of Kinnow from Pakistan to Indonesia is expected to reach 40,000 tonnes during the coming season. Pakistan and Indonesia have already signed a preferential trade agreement to enhance trade between the two countries this year.

Jawad expects a tough time from China on the Indonesian market in terms of price, but in taste he says, "our product is far better than the Chinese Mandarin. Similarly good volumes are expected to go to India as well in the light of Most Favored Nation Status (MFN) which is granted by the Government of Pakistan to increase trade activities on both sides."

Similarly Malaysia also a favorite market for Kinnow due to Free Trade Agreement signed between two countries.

He goes on to say that, "over a period of time, Russia and Ukraine have also emerged as leading importers of Pakistani Kinnow. Total exports to both countries may now contribute to almost half of Pakistan's total exports, provided we deliver required quality to the Russian authorities."

Mr Jawad urged the support of respective commercial counselors for better promotion and level playing field.

He also sees bright prospects for future of Kinnow exports, but says this is subject to proper dedication and more research as the Kinnow is the only fruit whose juice costs as little as a cup of tea.

http://www.freshplaza.com/news_detail.asp?id=103695

[Riaz Haq]

Here's BMI report on Pak agribusiness:

The 2012 monsoon season was relatively kind to Pakistan’s farmers, especially in comparison with the devastating floods of 2010. Although localised flooding caused severe destruction in parts of Sindh and Balochistan, the main breadbasket region of Punjab enjoyed late rains after a dry start to the season, improving the prospects of rice, corn and cotton in particular.

Key Forecasts:

- Corn production to 2016/17: up 30.0% to 5.6mn tonnes. Continually improving yields and high prices on world markets will support an impressive increase in corn production.

- Cotton consumption to 2016/17: up 23.2% to 12.5mn tonnes. Demand for cotton will surge in the early years of our forecast as the EU lifts tariffs for a year, before falling back to steady yearon-
year (y-o-y) growth.

- Rice production to 2016/17: up 16.5% to 7.3mn tonnes. Pakistan will retain its place among the world’s most important exporters of the commodity as its producers look to expand into new markets.

- 2013 real GDP growth: 4.0%. Up from 3.7% y-o-y in 2012.

- Consumer price inflation: 12.4% in 2013 (up from 11% y-o-y in 2012).

Industry Outlook:

The 2012 monsoon season was relatively kind to Pakistan’s farmers, especially relative to the devastating floods of 2010. Although localised flooding caused severe destruction in parts of Sindh and Balochistan,
the main breadbasket region of Punjab enjoyed late rains after a dry start to the season; this has improved the prospects of rice, corn and cotton in particular.

In a major boost to the cotton industry, the EU has finally enacted a long-discussed measure that will suspend import duties on a range of cotton products from Pakistan. The European Parliament finalised the move in September, although the regulation will only apply until the end of 2013, rather than the two-year period initially pushed for by the EU. According to the Pakistan Cotton Ginners Association, the EU is one of Pakistan’s largest trading partners, accounting for more than 30% of the country’s total exports. Of this, the 75 items allowed under the deal contribute about EUR921mn, or 30% of the country’s total exports into the EU. ...

http://www.researchandmarkets.com/research/bgtf4x/pakistan

[Riaz Haq]

Here's Daily Times on green tea production opportunities in Pakistan:

Pakistan Agriculture Research Council (PARC) Chairman Dr Iftikhar Ahmed has stressed the need for focusing on domestic green tea production to meet the requirements of the country.

During his visit to National Tea Research Institute (NTRI) Shinkiari, the PARC chairman said that the country could be self-sufficient in green tea, imports of which have now risen to 33,000 metric tonnes.

He said that NTRI should focus on green tea cultivation to make the country self-sufficient in green tea production.

NTRI Chairman Dr M Azeem, Sardar Ghulam Mustafa, Dr Naseer Malik, Dr Abdul Hayee Qureshi, NTRI Director Dr Farrukh S Hamid and other senior scientists were also present during the visit of PARC chairman.

On the occasion, Hamid briefed the chairman about the history of tea cultivation and present status of its expansion in the potential area of Khyber Pakhtunkhwa.

He also gave a detailed briefing about the present import of tea in the country, like, 127,000 metric tonnes of black tea during the fiscal year 2011-12.

The NTRI director said that Pakistan was the third largest importer of tea in the world.

The PARC chairman was also informed that NTRI has produced 12 clones of high-yielding potential and has established the progeny garden.

The tea germplasm available in Pakistan are of Chinese origin and best suited for the production of green tea, moreover, the market price and consumer acceptability demands that green tea production is more economical compared to the black tea.

Green tea has been enjoyed by the people in China and Japan for thousands of years, not only for its taste but also for the health benefits associated with it.

The secret of green tea lies in the fact that it is rich in catechin, polyphenols, particularly epigallocatechin gallate (EGCG), a powerful anti-oxidant.

The positive health effects of green tea are that it prevents cancer, reduces high blood pressure, anti-diabetes effects, prevents liver disease, food poisoning, has antidepressant properties and weight loss factors.

http://www.dailytimes.com.pk/default.asp?page=2012\09\29\story_29-9-2012_pg5_12

[Riaz Haq]

Here's ET report on tea cultivation research in Pakistan:

A modern tea research laboratory has been set up in the National Tea Research Institute (NTRI) Manshera. The laboratory will process and cultivate tea on a commercial basis to enhance domestic production and reduce the import bill of the commodity.

The laboratory consists of departments for soil sciences, entomology, biochemistry and horticulture for research and development of tea production in the country.

The project, initiated by the Ministry of Food and Agriculture, will be completed within the next two years at a cost of Rs490 million.

Addressing the inaugural ceremony at NTRI, Pakistan Agriculture Research Council (PARC) Chairman Dr Muhammad Afzal said that the import bill for tea was around Rs 20 to 22 billion per annum, which is a huge burden on the national exchequer. The biggest relief, he said, would be the reduction in foreign exchange spent on tea imports.

He said that the forest departments of Azad Jammu and Kashmir and Khyber-Pakhtunkhwa (K-P) had provided 1,000 acres for research purposes.

In addition, three tea nurseries have been set up in AJK, Swat and Bajaur Agency, with 32 acres being cultivated in Abbaspur in AJK, and 29 acres in Bajaur. The chairman said, “These nurseries now have million of plants which are ready for cultivation.”

The PARC Chairman also added that the laboratory has the capacity to process 10 tons of high quality green teas. He said that the NTRI would help the country become self-sufficient in tea production, while also increasing farm income and alleviating rural poverty.

http://tribune.com.pk/story/164240/tea-research-pakistans-favourite...

http://www.parc.gov.pk/ntri.html